Betplay to become second longest partner of Dimayor in six-year extension

Betplay has extended its partnership with Colombian football’s governing body – Dimayor – for a further six years.

For the past three years, as a sponsor of Dimayor, the operator has held the naming rights to the body’s competitions, including the First Division (Betplay League), Second Division (Betplay Tournament), Colombia Cup (Betplay Cup), Super League and Women’s League.

The extension sees the brand hold the second longest-lasting partnership with the governing body, which it has sponsored since 2020, only just behind cigarette company Mustang (from 1990-2009).

No official statement has been released, but according to the Colombian press, Betplay will pay 261bn Colombian pesos (43.5bn per year) to remain a sponsor of Dimayor. Additionally, the company would pay an advance of 15bn pesos for the renewal. 

The bookmaker also sponsors further teams in the country, such as América de Cali and Independiente Santa Fe, among others, seeking greater brand visibility in one of South America’s most prominent betting markets.

In recent months, Carlos Fajardo, Marketing Manager of PayU Latam, said: “Although the Colombian market is constantly evolving, mainly because of the interest of both the regulator and the Government to lead an innovative industry, the country currently has a clear dominant company when it comes to market share.

“BetPlay is in charge of 51,43% of the market, with more than 4 million registered users.”